Showing posts with label persuasion. Show all posts
Showing posts with label persuasion. Show all posts

Thursday, June 19, 2025

Monroe’s Motivated Sequence is a framework for persuasive speeches


 

 

 

 

 

 

 

 

On June 13, 2025 I blogged about how The Four Part Close for a speech is also known as “The Lehrman Landing”. In that post I linked to an article by David Murray at Pro Rhetoric on May 25, 2025 titled “The Lehrman Landing” – and Other Jargon Speechwriters Should Use Constantly. He said another jargon item was:

 

Monroe’s Motivated Sequence is an all-purpose speech structure codified in the 1950s by a Purdue University engineer geek named Alan Monroe. Or, if you want to mesmerize a gullible marketing executive, you could say the structure is inspired by the breathy oratorical style of Marilyn Monroe.”

 

There is a Wikipedia page for it. A paraphrase for its five steps is:

 

Attention

Capture audience interest with a compelling opening.

 

Need

Show there is a problem affecting the audience.

 

Satisfaction

Offer a practical and believable solution.

 

Visualization

Help the audience see benefits for the solution.

 

Action

Directly tell the audience what to do next.    

 

A succinct description is in a University of South Carolina UPSTATE Library Guide web page titled SPCH 201 H: Honors Public Speaking: Monroe’s Motivated Sequence Outline. Also, there is a recent article by Nazli Turken and Steven D. Cohen at ORMS TODAY informs on December 6, 2024 titled The science of effective presentations: Using Monroe’s Motivated Sequence to convey analytical findings.

 

 

Tuesday, July 2, 2024

Still another bogus blackmail email – whose effects were blocked by a half-inch of black electrical tape

 


 

 

 

 

 

 

 

 

 

 

 

 

On June 24, 2024 I received a blackmailing email that had been described by Thomas Orsolya at Malwaretips on January 23, 2024 in an article titled Exposing the “I Want to Inform You About a Very Bad Situation” Email Scam. It claimed that malware had been installed on my computer to record my webcam. I should pay him $1350 in bitcoin to avoid having every number in my contact book receive shocking video recordings of me jerking off to porn videos.

 

I didn’t pay, their three-day deadline passed, and absolutely nothing happened. Why not? As I described in a previous post on January 23, 2019 titled A bogus blackmail phishing email the lens for the webcam on my 27” iMac was always covered by a piece of black electrical tape. 

 


 

 

 

 

 

 

 

 

 

 

 

 

 

I use a Lenovo laptop on Windows for my online zoom activities. And, as shown above, I always slide the shutter to the left to physically block its webcam. The lens opening instead just displays a red circle. That’s all it takes to defeat the scam.

 


Sunday, June 9, 2024

The Toulmin Scheme is another useful rhetorical tool


 

 

 

 

 

 

 

 

 

 

 

At the new books shelves of my friendly local public library I recently found the 2024 book by Robin Reames titled The Ancient Art of Thinking for Yourself: The power of rhetoric in polarized times. I have been skimming through it. Titles for five of her six chapters include classical names. They are followed by a Conclusion chapter and a detailed educational one on How to Think Rhetorically. In my previous post on June 8, 2024, I blogged about how The Pentad from Kenneth Burke is a rhetorical tool for sorting out stories people tell.

 

Her Chapter 4 is titled Deep Ideology: What’s Buried in Alcibiades’s Words. Starting with a paragraph at the bottom of page 139 she says:

 

“The fact that we don’t much use formal logical methods when we make arguments doesn’t necessarily mean that we’re being illogical. It just means that our arguments don’t come in strictly logical packaging. Quite often they come in quasi-logical packaging. There is often a hidden quasi-logical structure to the arguments that people make every day, or so the twentieth-century logician Stephen Toulmin, an important figure in the New Rhetoric movement, believed. The Uses of Argument by Toulmin was one of several books published in 1958 by New Rhetoric thinkers like Hannah Arendt, Kenneth Burke, Chaim Perelman, and Lucie Olbrechts-Tyteca. In that postwar era, these thinkers were determined to redouble their efforts in recovering reasoned debate, speech, persuasion, and argumentation. Toulmin developed his model of argumentation, now known as the Toulmin scheme, to expose the common underlying structure of everyday arguments.

 

In many ways, Toulmin was simply trying to bring the study of logic back to its Aristotelian roots, since Aristotle himself aimed to provide a method that could expose how actual reasoning occurs. Like Aristotle in postwar Athens and other luminaries of the New Rhetoric in postwar Europe and America, Toulmin didn’t want logic to be a merely academic activity, cut off from the real work of human argumentation and understanding. Instead, he wanted to show how people make actual arguments in everyday discourse, and how understanding this might raise the bar of rational discussion. In everyday arguments, people respond to perceived problems and make claims about what ought to happen, guided by a sense of what is possible. They defend their claims against challengers, both real and hypothetical.”

   

There is an article at Purdue University’s Purdue Online Writing Lab [OWL] titled Toulmin Argument which succinctly explains:

 

“Developed by philosopher Stephen E. Toulmin, the Toulmin method is a style of argumentation that breaks arguments down into six component parts: claim, grounds, warrant, qualifier, rebuttal, and backing. In Toulmin’s method, every argument begins with three fundamental parts: the claim, the grounds, and the warrant.

 

A claim is the assertion that authors would like to prove to their audience. It is, in other words, the main argument.

 

The grounds [data] of an argument are the evidence and facts that help support the claim.

 

Finally, the warrant, which is either implied or stated explicitly, is the assumption that links the grounds to the claim. ….

 

Backing refers to any additional support of the warrant. In many cases, the warrant is implied, and therefore the backing provides support for the warrant by giving a specific example that justifies the warrant.

 

The qualifier shows that a claim may not be true in all circumstances. Words like ‘presumably,’ ‘some,’ and ‘many’ help your audience understand that you know there are instances where your claim may not be correct.

 

The rebuttal is an acknowledgement of another valid view of the situation.”  

 

 


 

 

 

 

 

 

 

 

 

 

 

In her educational chapter on How to Think Rhetorically Robin has a section starting on page 245 titled Let’s Think Rhetorically: The Toulmin Scheme. A simple, graphical Harry Potter example is shown above.

 

Her discussion starting in the first new paragraph on page 248 says:

 

“You can think more rhetorically using the Toulmin scheme by choosing any argument from a public debate that interests you and breaking it down into Toulmin’s five [sic] components. And you can even use the blank template on the following page as a guide). The following questions will get you started. Once you get going, the process can be eye-opening.

 

Start with the data. Why? It’s typically the easiest to spot People rarely advance a claim without citing some statistic, fact, figure, or concrete reality.

 

Ask yourself, What claim is this data supporting?

 

Identify the backing. What basic rule, law, principle, or precept is the warrant based on? You can sometimes get at the backing by asking what field that type of argument would be found in (law, science, aesthetics, etc.).

 

Look for qualifiers and rebuttals. Or imagine what kinds of qualifiers and rebuttals would be appropriate, given the relationship between the backing and the claim. If a person makes an unqualified argument, or if he can see no case where his argument does not apply, then this can show us why it feels as though there is no room for discussion.”

 

There is a very detailed 2024 CSU Writing Guide by Laurel Nesbit titled Using the Toulmin Method which you can download as a thirty-page pdf.

 


Tuesday, June 4, 2024

There is an excellent web site with a Forest of Rhetoric from Gideon O. Burton at Brigham Young University


 

 

 

 

 

 

 

 

 

 

 

 

 

 

The web site is called Silva Rhetoricae (The Forest of Rhetoric) and it was updated in 2016. Another page titled Trees has the following divisions:

 

What is Rhetoric? Content/Form

Encompassing Terms: Kairos, Audience, Decorum

Persuasive Appeals: Logos, Pathos, Ethos

“Branches” of Oratory: Judicial, Deliberative, Epideictic

Canons of Rhetoric: Invention, Arrangement, Style, Memory, Delivery

Rhetorical Ability

Rhetorical Pedagogy: Rhetorical Analysis, Imitation, Rhetorical Exercises: Progymnasmata, Declamation

Categories of Change

 

I found a reference to it on page 296 at the back of Sam Leith’s 2012 book Words Like Loaded Pistols: Rhetoric from Aristotle to Obama. At Wikipedia you also can find a page with a Glossary of Rhetorical Terms.

 

The forest image was adapted from this one at Openclipart.

 


Thursday, July 20, 2023

Three blackmail attempts mentioning the Cobalt Strike Beacon


 

 

 

 

 

 

 

 

 

 

 

On July 1, 2023 I blogged about getting Three more bogus blackmail phishing emails. In the last two days I got three more emails that attempted to impress me by mentioning something called the Cobalt Strike Beacon. When I did a Google search I found that topic had been mentioned both at Microsoft Answers on March 23, 2022 in an article titled Cobalt Strike “Beacon” and at Norton on January 12, 2023 in another article titled Cobalt Strike Beacon. They claimed to have access to my camera (which I have blocked with a piece of black electrical tape), and demanded that unless I send them a Bitcoin payment they will reveal my nasty behavior.

 

The Federal Trade Commission also has a Consumer Advice web page on How to recognize and avoid phishing scams.

 

The lighthouse was modified from an image at Openclipart.

 


Saturday, July 1, 2023

Three more bogus blackmail phishing emails


 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

On June 6th and then both June 28th and 29th I received bogus blackmail phishing emails, as was described in an article at My Antispyware titled I am a professional hacker EMAIL SCAM. Here’s how it works:

“The scam starts with an email, which claims to be from a professional hacker, who has successfully hacked your operating system and gained full access to your account. The scammer then goes on to say that they have been secretly monitoring all of your activities, including watching you for several months. They claim that your computer was infected with harmful spyware due to the fact that you had visited a website with pornographic content, and that they can see everything on your screen and switch on your camera and microphone at any time.

The scammer then threatens to share a video compilation of you engaging in sexual activities with your contacts unless you pay a ransom. The ransom demand is usually in the form of Bitcoin [in the June 6 case $510 to be paid within fifty hours], and the scammer provides their Bitcoin wallet address for payment. The scammer may also claim to have a list of your contacts and threaten to send the video to them if the ransom is not paid within a certain time frame.”

But those emails were completely generic, except for mentioning my address. They didn’t contain any specific details to back up actually having hacked into my computer. I previously blogged about this scam in a post on January 23, 2019 titled A bogus blackmail phishing email. There I pointed out he couldn’t possibly have any video, because the camera on my iMac was completely masked by a piece of electrical tape. For the June 6th one, I didn’t pay the ransom in fifty hours, and of course nothing happened.

 

The image of a holdup was adapted from one at Wikimedia Commons.  

 


Wednesday, January 23, 2019

A bogus blackmail phishing email






















Yesterday I received an extremely nasty phishing email, the same one that was described in an article at My Antispyware on January 21st titled This is my last warning email scam. It claimed to have a webcam video of me masturbating, and both lists of my email contacts and Facebook friends. Then, like pointing a gun at me, it threatened blackmail - unless I sent $2000 in payment via Bitcoin within three days they would send out that video and destroy my social life. But the email contained  nothing to persuade me they really had any contact information – not even my first name. I am not on Facebook, so I have no friends there.


















That article at My Antispyware said I should cover my web camera lens and block my microphone port. But, as is shown above, I already had a piece of opaque black electrical tape slapped over the lens on my iMac. Another article at PC Magazine on October 11, 2018 titled Don’t fall for this email sextortion scam said back then the scammers were only asking for $250 or $500.

The movie trailer image of Bette Davis came from Wikimedia Commons.  

Monday, January 21, 2019

In 2009 persuasion likely accounted for 30% of the U.S. Gross Domestic Product (GDP), or about 4.56 trillion dollars. What percent of GDP was due to persuasive public speaking?


On January 4, 2019 at Inc. there was an article by Carmine Gallo titled Public speaking is no longer a ‘soft skill.’ It’s your key to success in any field. A section on The Growing Value of Changing Minds began:

“In a world built on ideas, the persuaders – the ones who can win hearts and change mind – have a competitive edge. I’ve spoken to economists and historians like Deidre McCloskey at the University of Illinois, Chicago. She conducted an impressive research project to prove that old fashioned rhetoric – persuasion – is responsible for a growing share of America’s national income.

McCloskey analyzed 250 occupations covering 140 million people in the U.S. She created a statistical model based on the amount of time people in each category spent on public speaking and persuading another person to take action. In some cases persuasion played a more limited role than others (think firefighters versus public relations specialists).

McCloskey reached the following conclusion: Persuasion is responsible for generating one-quarter of America’s total national income. She expects it to rise to 40 percent over the next twenty years. McCloskey’s research was taken up by another economist in Australia who reached a similar conclusion.”

The Australian economist was Gerry Antioch, who discussed his research on the percentage of the Gross Domestic Product (GDP) in an article from 2013 in issue 1 of Economic Roundup titled Persuasion is now 30 per cent of US GDP (revisiting McCloskey and Klamer after a quarter of a century). That earlier article by McCloskey and Klamer was published in the May 1995 issue of The American Economic review on pages 191 to 195 and titled One Quarter of GDP is Persuasion. Table 1 of Antioch’s article shows the details of McCloskey and Klamer’s “inspired guesstimate,” of 26% for 1993 - which actually includes just 21 of those 250 occupations. There were four categories with weights of 1.00 (4 occupations), 0.75 (9 occupations), 0.50 (6 occupations), and 0.25 (2 occupations). They also made estimates from data for the years 1983, 1988, and 1991. Antioch made estimates for 2003 and 2009.


































The first bar chart shown above presents the percentages for persuasion from all six estimates. A second bar chart restates them in current dollars based on GDP. A press release on November 16, 2015 from the Association of National Advertisers reported that research sponsored by them found that advertising alone contributed 19% to the U.S. GDP in 2014, or $3.4 trillion.

How much of these percentages or dollars can be attributed just to either storytelling or public speaking? Back in 2002 Stephen Denning published an article in the RSA Journal titled How storytelling ignites action in knowledge-era organizations in which he guessed storytelling made up two-thirds of persuasion. Then on page xvi of his 2005 book The Leader’s Guide to Storytelling he said it conservatively was at least half of persuasion.  In their 2014 book Business Storytelling for Dummies Karen Dietz and Lori Silverman mention Denning’s 2005 book and link to Antioch’s article.

















What about public speaking? Page 324 in Chapter 15 of Stephen Lucas’s book The Art of Public Speaking (10th edition, 2008) just mentions the 26% persuasion estimate as being from a Wall Street Journal version of a January 10, 1995 Associated Press article about McCloskey and Klamer by Amanda Bennett titled Economists + Meeting A Zillion Causes and Effects. If Stephen Denning can guess a half for storytelling, than I can take a wild guess of a fifth for persuasive public speaking, and come up with the dollar estimates shown above in a third bar chart. So, it might be over $912 billion! 
          

Saturday, September 22, 2018

Having your thunder stolen




















On September 20, 2018 The Onion (a satirical newspaper) had an article titled 4th grader panics upon realizing classmate giving presentation had exact same summer as he did. It said that Bryan Gardner was freaked out by the preceding presentation being the same as what he had planned. (Their teacher was depressed because she also had the same summer).

This problem is known as stealing thunder. In a topical seminar it can be a big problem if you just do the same superficial research as another speaker. On January 22, 2014 I blogged about a cure -
Don’t just get on the bandwagon! Find your own speech topic and approach.

Both in litigation and crisis communication it may be better for persuasion to reveal negative information about your organization before an opponent can. Back on July 15, 2009 I blogged about it in another post titled Stealing Thunder: say the worst, but say it first. Laurie Kuslansky at A2L Consulting discussed it briefly on April 28, 2014 in an article titled 4 tips for stealing thunder in the courtroom. Kathyrn M. Stanchi had an exhaustive 54-page article in the 2008 Rutgers Law Review titled Playing with fire: the science of confronting adverse material in legal advocacy.

Wednesday, July 15, 2009

Stealing Thunder: say the worst, but say it first















Some presentation tactics go against common sense. Suppose that you are giving a panel presentation about a controversial topic. You know there is a weakness in your case - negative information that would damage your position.

Should you:
[1]. Make sure to bring it up before your opponent does.
[2]. Ignore it and hope that he or she does not bring it up.

Trial lawyers know that the correct answer is [1]. Being proactive with bad news in order to soften its impact is known as “stealing thunder”. (Psychologists call it inoculation. Lawyers do it because it usually works, as has been shown in research by Kipling Williams.

Examples of this tactic show up on TV shows such as “Law and Order”. Sam Waterston, who plays District Attorney Jack McCoy, said that he not only has to make the prosecution case, but also has to make the defense’s case before they do.

Stealing thunder is 300 years old. The cartoon showing Daniel Webster stealing Henry Clay’s thunder is somewhat younger.